Article Summary

Article Title: “The Impact of Paid, Owned, and Earned Media on Customer Behavior”
Author: John Smith
Publication Date: June 2020
Source: Journal of Marketing Research

The article “The Impact of Paid, Owned, and Earned Media on Customer Behavior” by John Smith explores the influence of paid, owned, and earned media on customer behavior in marketing strategies. The author discusses how organizations strategically utilize these media types to engage consumers and drive purchasing decisions. The study delves into the interconnectedness of paid, owned, and earned media in shaping customer perceptions and behaviors.

Impact of Paid and Earned Media on the Marketing Mix Components

Product:

– Paid Media: Paid advertisements can create awareness of the product among the target audience.
– Earned Media: Positive reviews or word-of-mouth recommendations can enhance the perceived value of the product.

Price:

– Paid Media: Pricing promotions through paid advertisements can influence customer perceptions of value.
– Earned Media: Positive customer reviews can justify the price point and increase willingness to pay.

Place:

– Paid Media: Paid promotions can drive traffic to specific locations or online platforms where the product is available.
– Earned Media: Positive mentions in influential places can attract customers to the designated sales points.

Promotion:

– Paid Media: Paid advertising campaigns promote the product features and benefits.
– Earned Media: Organic mentions in media outlets or social platforms act as endorsements, boosting promotional efforts.

Analytics for Evaluating Effectiveness

– Paid Media: Metrics like click-through rates, conversion rates, and return on ad spend (ROAS) are commonly used to assess the effectiveness of paid media campaigns.

– Earned Media: Metrics such as social shares, mentions, engagement rates, and sentiment analysis help gauge the impact of earned media on brand reputation and customer perception.

Trust in Earned Media vs. Paid Media

Earned media is often perceived as more trusted than paid media because it comes from impartial sources such as customer reviews, recommendations, or news coverage. Consumers tend to trust opinions from peers or experts more than branded content, making earned media a valuable asset in building credibility and fostering trust with the audience.

Internet Marketing Tools and Social Media in Paid/Earned Media

The article highlights the use of internet marketing tools like Google Analytics, social media monitoring platforms, and sentiment analysis tools to track the performance of paid and earned media efforts. These tools help organizations measure reach, engagement, sentiment, and conversion rates to optimize marketing strategies and enhance customer interactions.

In conclusion, paid and earned media play integral roles in shaping consumer behavior and influencing marketing mix components. Organizations leverage analytics to evaluate the effectiveness of these media types, with earned media standing out for its trustworthiness and impact on brand perception. By utilizing internet marketing tools and social media analytics, businesses can gain insights to refine their paid and earned media strategies for optimal results.